The Aussie barbecue key in holding demand

IT’S currently Australia’s biggest market in volume, but with the US eager to ramp up its imports to Japan, how can Australia hold on to its share of the market?

According to MLA’s Andrew Cox, the secret could be in the Aussie barbecue.

For two years MLA has run a “Let’s Barbie” with Aussie beef campaign in Japan.

Mr Cox explained there was a demand for trying thicker cut steaks and outdoor eating at the moment.

MLA is hoping to capitalise on this trend by introducing the idea of summer barbecuing, even though most Japanese families would not have a barbie in their home.

“Most don’t have a barbecue in their house. But

we are showing the aspirational way you can enjoy Australian beef,” he said.

“There is a huge boom in demand for taking over park spaces, beach spaces, and even golf courses that are struggling with numbers are giving away space to outdoor barbecue zones.

“Even in concrete spaces like Tokyo there are roof-top spaces opening up.”

Country of origin was a key driver in consumer choice in Japan. In a survey, 75% of buyers said the origin of food was the biggest driver in their choice, he said.

“Countries that import as much food as Japan, where the food comes from becomes really important,” he said.

Mr Cox was confident Australia could defend the Japanese market, for a simple reason: Australian beef was popular.

“Australia is a popular origin for beef. We are trusted, we are considered suitable for family meals, tasty and have consistency,” he said.

Australia also offered a range of different varieties of meat – grass-fed, grain-fed – while the US mostly sold corn-fed beef.

Japanese wagyu and dairy beef accounts for 40% of the market. However, farmers were facing industry challenges – a wagyu calf at the moment is costing about AU$10,000.

Visit ruralweekly.com.au to see an interactive map of where Australian beef is exported.